Como Customer Experience guia o Sucesso do Cliente? - Superlógica Xperience 2018 (Cláudia Vale)

Understanding Customer Experience and Success

The Relationship Between Customer Experience and Success

• The speaker introduces the topic of customer experience (CX) and customer success (CS), emphasizing their interconnectedness.

• A common debate arises: which comes first, CX or CS? Professionals in CS often argue that CX is a subset of CS, while CX professionals see it as an extension of CS.

• The speaker aims to guide the audience through a reflective thought process rather than persuading them to adopt a specific viewpoint.

Identifying Key Characteristics of Customer Experience

• Audience engagement is encouraged by asking participants to identify one characteristic related to their experiences with four well-known companies.

• Participants are prompted to think about why they associate that particular word with their experience, whether positive or negative.

Defining Identity in Customer Experience

• The concept of "identity of experience" is introduced as crucial for companies aiming to enhance customer experience.

• Companies lacking a defined identity may create fragmented experiences across different departments, leading to inconsistency in service delivery.

Establishing Brand Positioning Through Experience

• Organizations should define how they want customers to perceive them—whether as fast, innovative, or reliable—to shape the customer experience accordingly.

• By establishing this identity, businesses can ensure that all interactions align with the desired brand positioning.

Mapping the Customer Journey Effectively

• Mapping the customer journey requires a clear understanding of the defined identity; otherwise, experiences will remain disjointed across various touchpoints.

• Different departments may deliver varying experiences based on their operational focus unless there’s alignment with the overall brand identity.

Ensuring Consistent Delivery Across Experiences

• To be recognized for speed, innovation, and reliability in customer interactions, organizations must integrate these values into every aspect of their operations.

Understanding Customer Success and Experience

The Importance of Customer Success in Experience Design

• The speaker emphasizes that customer success is a continuation of previous experiences, highlighting the need for a mindset focused on customer success to ensure effective delivery of designed experiences.

• A strategic separation between defining experience and ensuring its delivery throughout the customer journey is necessary for achieving consistent customer satisfaction.

• The speaker stresses that delivering a guaranteed journey relies on understanding customer success metrics, such as reducing churn and enhancing value perception rather than merely providing technology.

• Without a clear identity in experience design embraced by the organization, companies risk losing sight of true customer-centricity as they grow.

Identifying Company Identity and Market Recognition

• Companies often struggle with maintaining their focus on customers during growth phases, leading to an emphasis on processes over genuine customer needs.

• It’s crucial for organizations to take a step back and define how they want to be recognized in the market amidst growth challenges.

• The speaker encourages businesses to think about two identities: what they deliver and how customers perceive them, aiming for recommendations based on speed and accuracy.

Growth Strategies Through Customer Engagement

• Effective growth strategies involve creating an environment where potential customers can experiment with services before committing fully, fostering activation through positive initial experiences.

• Continuous engagement with customers during their journey is essential; each interaction should be viewed as an opportunity for experimentation rather than just transactional moments.

Micro-Moments in Customer Journeys

• Recognizing that customer journeys consist of micro-moments allows companies to tailor experiences effectively; control over these moments lies with the consumer rather than the business.

• Businesses must identify critical micro-moments within journeys to ensure optimal experiences are delivered when customers engage at those points.

Employee Involvement in Customer Experience

• To enhance overall experience quality, all employees involved in micro-moments must understand their role in continuous service experimentation.

• Viewing usage as ongoing experimentation shifts perspectives towards ensuring positive outcomes at every touchpoint along the customer's journey.

Defining Roles Between CX and CS

• The relationship between Customer Experience (CX) and Customer Success (CS): CX defines the identity of experiences while CS ensures these experiences are consistently delivered across all interactions.

Understanding Employee Experience and Customer Success

The Importance of Internal Experience

• Emphasizes that without delivering a good experience to employees, investing in technology or processes is futile. If employees are dissatisfied internally, they will not provide the expected customer experience.

• Highlights the need to focus on the entire customer journey, including technology, content, and employee behavior. Neglecting any aspect can complicate operations as companies grow.

Shifting Towards a Customer-Centric Culture

• Discusses the necessity of fostering a customer-centric culture within organizations. Cites research from 2017 indicating that 57% of employees feel their work is becoming more challenging due to inadequate support.

• Points out that while 81% of employees report significant changes when managing applications designed for user-friendliness, there’s still a gap in addressing employee experience during transformations.

Defining Employee Journey and Engagement

• Stresses the importance of defining both consumer and employee journeys. Advocates for integrating concepts from customer success (CS) into employee success strategies.

• Suggests that companies should establish a clear purpose since people are motivated by purpose. Engaged employees are more likely to deliver exceptional experiences.

Connection Between Purpose and Engagement

• Notes that there is often a disconnect between an employee's belief in a company's purpose and their engagement level. Employees may resonate with a company’s mission but lack motivation if they do not feel part of it.

• Argues that emotional connection to purpose leads to engagement; however, many employees appreciate purposes without being actively involved in achieving them at work.

Fostering Belonging Among Employees

• Proposes that belonging is crucial for engagement. When employees feel proud of their company’s purpose, they become more invested in their roles.

• Explains how understanding the impact of one’s work on broader goals enhances pride and commitment among employees towards their organization’s mission.

The Role of Customer Experience in Identity Formation

• States that organizational culture must promote belonging through shared causes; otherwise, continuous engagement will be difficult to achieve.

• Clarifies that customer experience shapes identity within an organization based on its mission and values. Positive experiences contribute significantly to this identity formation process.

Integrating Employee Success with Customer Success

• Asserts that ensuring positive emotional experiences for both customers and employees is essential for operational success.

• Critiques viewing customer success merely as an isolated function; instead, it should permeate all aspects of business operations for effective implementation.

Enhancing Knowledge About Customers

• Emphasizes the need for organizations to define their desired identity clearly through successful customer interactions while ensuring consistent delivery across all touchpoints.

Understanding Customer-Centricity in Business

Transitioning from Product to Customer Focus

• The speaker emphasizes the importance of not abandoning a service or product vision when shifting towards a customer-centric approach. Companies should integrate both perspectives rather than replace one with the other.

• A customer-centric mindset involves understanding external needs first and then bringing that knowledge back into the organization, fostering a culture that values customer insights.

Value Generation through Customer Understanding

• Adopting a customer-focused culture allows businesses to maximize the value derived from customers, as opposed to merely optimizing product value. This shift enhances overall business performance.

• To increase the value brought by each customer, companies must understand their needs deeply and create offerings that resonate with them, encouraging repeat business and loyalty.

Characteristics of Loyal Customers

• Loyalty is assessed through three key characteristics: retention (customers returning for repeat purchases), breadth (consuming multiple products/services), and recommendation (advocating for the brand).

• Retention alone does not equate to true loyalty; it’s essential for customers to engage with a broader portfolio of offerings beyond just one product.

Metrics for Evaluating Customer Experience

• The speaker clarifies that Net Promoter Score (NPS) measures recommendation likelihood rather than satisfaction. It’s crucial not to confuse these metrics as they serve different purposes in evaluating customer experience.

• Four primary metrics are highlighted: NPS (recommendation), CSAT (customer satisfaction), CES (customer effort score), and overall perceived value, which collectively assess various aspects of customer interactions.

Challenges in Humanizing Customer Support

• Achieving humanization in customer support requires improving employee experiences first; without this foundation, delivering exceptional service becomes nearly impossible.

• Transforming organizational mentality towards "software as a service" presents significant challenges, necessitating cultural shifts within companies focused on client success and experience enhancement.

Understanding Customer Emotion in the Digital Age

The Importance of Knowing Customers

• Companies must deepen their understanding of who their customers are, particularly in how to address emotional aspects when interacting with them.

• As technology becomes commonplace, businesses need to focus on the emotional connection with customers rather than just operational efficiency.

Emotional Connection and Customer Experience

• In the next five to ten years, companies will compete based on the memories they create for customers, which are shaped by emotions experienced throughout the customer journey.

• It is essential for organizations to integrate customer emotion into their strategies and actions to foster a more profound relationship with clients.

Defining Customer-Centric Strategies

• A customer experience (CX) strategy should be developed that focuses on understanding customers continuously; this requires collaboration between CX and customer success (CS) teams.

• Businesses should identify unique experiences that differentiate them from competitors, focusing on both operational and emotional experiences throughout the customer journey.

Enhancing Employee Experience

• To cultivate a customer-centric culture, organizations must also prioritize employee experience. Happy employees are more likely to make positive choices that enhance customer interactions.

• Investing in employee experience is crucial for delivering exceptional customer experiences; it creates a supportive environment where employees can thrive.

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